Powerful Attention Getters: Top Five Tips For Getting People's Attention
Did you know the average attention span is eight seconds? That's the same amount of time it takes to tie your shoelaces! The length of our collective attention span can pose a challenge for social media. Since it remains one of the most important tools used by small businesses, it's important to understand how the power of attention getters. We at Zym have put together five tips for getting people's attention and increasing engagement:
Consider a Video
Between 2010 and 2013, internet content had tripled, and since then, video has remained the strongest way of standing out, where video impressions gain a higher ROI on a viewer’s attention. According to Nielsen Research, 38% of brand recall, 23% of brand awareness and 25% of purchase intent results were from video impressions alone. When you create video content, consider using visual cues, such as subtitles, to position your brand at the front. Video ads in Facebook play automatically without sound in a feed-based environment that helps dull a user’s newsfeed's competitive noise. But it makes it even harder for a video to capture a user’s attention, especially in the crucial two-second window.
Your content will achieve poor results if the message behind it is pure to “buy”. Effective content involves storytelling which offers your potential customer an emotional, human-to-human connection. Consider how you’re embedding emotional storytelling into your marketing campaigns as much as you are a clear CTA.
Make It Count
According to Facebook, the average mobile user spends 1.7 seconds on a piece of content than 2.5 seconds on a desktop. This presents a huge challenge for brands, but small businesses are presented with a unique opportunity to make their content count. Your content purpose needs to be presented as a clear hook with a narrative arc early in your content, whether it’s a blog, image or video. Don’t expect your audience to dig deep to find it because they won’t. Don't forget to make it eye-catching, tap into any trends, and keep it on-brand. Consider collaborating with influencers or working with videographers, photographers or digital animators to create content that holds attention. To sink your hook, you need to ensure your purpose is front and centre by compelling creativity.
Repurpose Your Content
Across Facebook, Instagram, Twitter, WordPress, YouTube and more, your content has the potential to live in multiple formats unique to each platform. Content generation can be time-intensive, and to get the highest ROI, consider how you can repurpose your content, so you get more bang for your buck and greater longevity online. For example, instead of sharing a blog post on Facebook as a link, you could repackage your content as an infographic unique to your brand. When it comes to customer interactions, engage as a customer with GIFs or memes, and you will humanise your brand and maintain relatability.
Lead Scoring & Automation Journeys
Anchoring your prospects' attention span boils down to delivering the right content, on the right channel, at the right time. Zym’s Automated Journey ensures your content is tailor-made and delivered to your prospects at exactly the right moment. By nurturing your prospects with personalised content narratives, you can appeal to their decision-making stage without pushing ill-timed content onto the wrong screens. Instead of your prospects wading through the deep waters of digital content, you can deliver your content to inboxes, newsfeeds or search engines in response to a set of “triggers” decided by you. Each trigger indicates a prospect’s level of interest – from Awareness to Considering to Purchase – and the signals decide each a prospect gives off that indicates their research into your product or industry, engagement with your competitors or their interaction with your brand’s keywords. And that’s not all! Zym tools can score your prospects and lead by their likelihood to commit to a purchase. In response, the hotter the prospects, the more refined your content strategy can be. You can optimise and improve your marketing in real-time by seeing what data sources and channels contribute to your results. Did we mention all of this happens centrally on one Zym.ai dashboard? Learn how you can plan, publish, promote, monitor, and measure their social campaigns and sign up for a 14-day free trial. It’s time to grab your customer’s attention the right way. The Zym way. It’s marketing, just better. Take a free 14 day trial of Zym here. Want to find out more about how Zym works? Click here to view the video tour.